Introduction
In the dynamic world of advertising, particularly during major events like the Super Bowl, brands are constantly looking for innovative ways to connect with audiences. One notable example is Ulta Beauty’s strategic collaboration with celebrities to enhance their brand presence. This article explores Ulta’s approach and insights from their recent marketing initiatives.
Ulta Beauty’s Super Bowl Strategy
While Ulta Beauty isn’t typically a name associated with Super Bowl advertising, they certainly made a splash this past season. The beauty retailer captured attention when Cardi B made a surprise appearance during Bad Bunny’s halftime show, showcasing a stunning look crafted with products from Ulta, including favorites like Rare Beauty, Milk Makeup, Morphe, and Mac.
Anticipation for Cardi B’s cameo was palpable, with many fans speculating about her involvement leading up to the event. Ulta seized this chance to expertly align their brand with the excitement surrounding her performance.
A Formula for Success
In a clever move, Ulta took a page from their successful collaboration with SZA in 2025, where they created a buzz through a “Get Ready With Me” pre-show video on Instagram. According to Ulta’s Chief Marketing Officer, Kelly Mahoney, the partnership underscored a vital shift in audience engagement—they’re looking for more than just celebrity presence; they want insight into the process. Last year’s Super Bowl activation saw impressive results, racking up 269 million impressions.
For this year’s Super Bowl, Ulta expanded its strategy by launching a comprehensive marketing campaign days before the event. They provided followers with three makeup looks available for purchase, and hosted an engaging beauty and wellness hub at TikTok Clubhouse just before the game. The culmination of their efforts was Cardi B’s halftime performance, which aimed to creatively position Ulta as an essential resource for both icons and everyday fans preparing for significant moments.
Navigating Risks in Live Marketing
Despite the planning and strategy, the live nature of these events poses risks. While Cardi B’s appearance was brief compared to SZA’s more extensive performance the previous year, Mahoney understood that risks are an inherent part of bold marketing endeavors. “Our Super Bowl strategy isn’t dependent on a single moment,” she explained, emphasizing the necessity of meticulous planning in high-stakes situations.
The rise in brand integrations during the Super Bowl can be traced back to notable performances, like Rihanna’s 2023 showcase for Fenty Beauty, which generated substantial earned media value immediately following her appearance.
Conclusion
Ulta Beauty’s approach to leveraging celebrity partnerships during high-profile events like the Super Bowl highlights the evolving landscape of advertising. By focusing on audience engagement and strategic planning, brands can effectively enhance their visibility and connect meaningfully with fans. As seen in Ulta’s case, the blend of creativity, insight, and preparation can lead to impactful campaigns that resonate long after the final whistle.
